Financial details of the alliance weren’t disclosed.
The five-month joint promotion, which launches in August, involves consumers receiving points when they check under the caps of certain Pepsi and Mountain Dew products, and then going online to redeem those points.
Yahoo (YHOO) lends Pepsi (PEP) its online expertise and a certain digital sheen, which will give the soda maker more credibility with today’s wired teens. Pepsi, in turn, gives Yahoo exposure on 1.5 billion of its bottles and on in-store displays at 50,000 retail outlets, as well as on the PepsiStuff.com site.
“We’re out to connect with consumers in ways that really touch their lives. That requires being relevant and, in today’s increasingly Web-connected world, few brands are more relevant than Yahoo,” said Dawn Hudson, chief marketing officer of Pepsi-Cola North America.
“Yahoo is hugely popular among teens and young adults — Pepsi’s primary target. Combining two of the world’s biggest brands, Pepsi Stuff.com is just the beginning. With our offline capabilities and their online reach, we’re only scratching the surface of what may evolve in collaboration with Yahoo.”
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